Is using cheap social media a cop-out for marketers?

I wouldn't call it a cop-out. I know from speaking to many of my clients and prospects that they continue to be misunderstood by social media, and they want leads fast. Social Media is not a quick lead generator, but a component to a long-term marketing strategy that will drive traffic. In reality, social media is here, and needs to be utilized properly for lead generation. Terms like F-commerce are getting popular (Facebook e-Commerce) in this regard. The most important component of any digital marketing strategy is having an engaging website or landing page that will drive conversions, no matter what inbound marketing tactic you use.

Depends on what you mean by "cheap social media marketing." As Susan said, if your social media marketing strategy includes just slapping a Facebook page and a Twitter account together, then yes, that is a cop out. However, where's the strategy in that? Any form of marketing or communications strategy (advertising, PR, etc.) involves research, listening and careful planning. A lot of time, money and resources can go into rolling out an effective social media strategy.

Social media can also be a little dangerous for a company, which is why so many have been afraid of adopting the phenomenon--as recent examples have proven, one tweet or Facebook post can cause a huge crisis for a company. This is where policy and planning come into play, which again, costs time and money.

Besides all that, it can be difficult just to come up with fresh content to keep your audience actively engaged in each social media platform. To this end, my blog may be of interest: http://wp.me/p1eous-3S

In short, social media strategy is not cheap. At the very least a company needs someone actively monitoring each channel at all times.

There is nothing cheap about social media unless you attempt to do it but don't invest in both the strategy and ongoing management (time is money). There are plenty of free applications to use but keep in mind that social media is not a strategy it is a tactic.

Social media initiatives require skill and resources to develop a strategy, relevant and engaging interactions (including content), associated processes/methods to measure and refine the initiatives, and integration within the business to ensure that everyone is embracing, leveraging and benefiting from these investments.

It's not a cop out if done properly, that said; what is doing it properly? To better answer the question, we must know are you talking straight marketing or are you including advertising?

Cheap social media is only a single form of marketing, so the cop-out is for those "marketers" that only use social media. You need a well-rounded campaign, and one that takes up more time than anyone can truly value today is social media.

So if the idea is to spread news and notes and ideas, just post it with a clean, consistent message, and don't mix PR with marketing. That's the real cop-out.

It defiantly has to be maonitored and in teh right hands can be a huge benefit but I agree with Susan that there is always a cost for quality adn you get what you pay for so what do they expect!

It defiantly has to be maonitored and in teh right hands can be a huge benefit but I agree with Susan that there is always a cost for quality adn you get what you pay for so what do they expect!

What are cheap social media strategies? Or what are you referring to when you say cheap? A little more clarification would help as this is looking like a really good question but not exactly sure how to respond.

Absolutely not - 'cheap' has NOTHING to do with effectiveness.

A smart marketer goes where the customers are. Period.

Social is increasingly that place - for practically any organization - these days.

The value of social media marketing is already well established. Whether it's simply for an individual's personal brand, or for a well-funded business initiative [supported by strategy, content, programming, moderating, measurement, and more] -- the success or failure of the program still comes down to how well the effort is coordinated and managed.

But, as the stakes get higher for demonstrating measurable campaign results it's a good idea to deploy a multi-channel strategy that includes traditional media to drive awareness and build traffic to the social channel -- and that's where "social media" is anything but cheap!

I agree with Chris.

Why should it be a 'cop out' just because it's cheap. The cost of marketing doesn't define its effectiveness as I'm sure many companies who have invested considerable amounts in marketing that didn't work will be able to tell you!

On that basis, you could argue that offline 'word of mouth marketing' is also a cop out and many small businesses have survived on just that for many years ;-)

Marketing is about reaching people and developing brand awareness. The cheaper it can be done, the better as long as it's effective.